Complex questions. Clear answers.

Great market research considers all sides of a business decision. It leads to tough choices and doesn’t dance around recommendations. Above all, it provides context and clarity.

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Why You Should Work With Us

Businesses need clear direction. But the world is complex. Market research that ignores that complexity is often simplistic, superficial or wrong. We don’t cut through complexity. We deal with it. We factor it into our research. We filter and refine it.

Ultimately, we deliver clear answers

Answers that resolve the divide between complexity and clarity. Answers that are correct. If this is interesting to you, read some stories of how and for whom Dig has worked. Or, see who’s behind Dig.

How Dig’s Different

Dig brings market research into the real world. This requires us to integrate complexity – business questions, competitive contexts in which consumers make choices, and methodological decisions. We can do this because our senior consultants collaborate internally and with clients on every project to develop custom-designed solutions that address the business’ needs. Our methods are more labour intensive, but they deliver superior results.

The way we work

We eagerly look outside of market research, and then integrate the opportunities we discover into advanced methodologies and ways of delivering data. We don’t ask people why they think or behave a certain way; we derive it. We don’t ask people what they will do; we create simulated decision environments and allow them to act. Wherever possible, the numbers we present are those that matter to the business: volume, revenue and profit.

The way we don’t work

A lot of market research lives in a parallel universe, where people know why they do what they do, where their choices are logical, where they can predict their own behaviour. It’s a place where methodologies developed years ago, that no longer reflect current thinking, are permitted to survive. This universe has its own language. A language of top two box scores and performance vs. normative databases that are filled with failed ideas. This language is divorced from the language of business.

Market research shouldn’t be a barrier to change

This other universe exists because it benefits many market research vendors. It allows for simplistic, scalable methodologies managed by junior staff. But this universe does not benefit market research users. Those who enter it find that research often becomes an obstacle to change. We Dig people have all seen this universe, clocked its failings, and created a better one of our own.

What We’re Thinking About

We invest in our business and in our industry. Here are some of the things we are thinking about and working on.

Big Data Tools

We believe the marriage of big data and market research leads to deeper insights and action-oriented prescriptive analytics. This means getting a business’ behavioural, transactional, and social data out of their silos and combining it with customized primary research. To facilitate this integration, our data scientists have developed a suite of custom APIs and platforms like Dig Sandbox.

Machine Learning and AI

Integrating the latest in technology is one of Dig’s core values so our data scientists consistently use the latest machine learning and AI to refresh old methodologies and generate new ones.

Upsiide

Upsiide is a mobile app that engages the next generation in market research. It uses a swipe-left, swipe-right interface to assess ideas. The respondent task is simple, but it allows for sophisticated analytics.

TURF

We have used TURF (Total Unduplicated Reach and Frequency) to help companies make a variety of optimizations (menu, product line-up, coupon) since 2010. We now have an online tool that uses custom algorithms which allows for advanced analyses to be done quickly on a simple, self-serve interface.

Data Visualization

We created tools to make data, particularly big data, easy to interpret. Network and correspondence maps can be created by our analysts, or by our clients, in a matter of minutes.

Multicultural and Newcomer

We are a multicultural company in a multicultural city. To further understand our world, we created the syndicated Newcomer Financial Monitor Report that helps Canadian financial institutions understand and assist newcomers.

420

We are delving into how perceptions on recreational marijuana are leading to legal and behavioural changes, and how legalization will cascade into adjacent industries: alcohol; quick serve restaurants, and consumer packaged goods. The Cannabis Culture Report helps us, and our clients, predict and prepare for this change.

To find out more about what Dig is thinking about and creating, please visit our blog.

What Dig Delivers

We help our clients understand the market. We translate that understanding into action. We build a business case for change. And we speak in the language of business.

Join the Team

We have experienced strong growth since our launch in 2010. This creates opportunities for learning and career advancement. The roles we have listed here are our perspective on what we need. But we try to be open-minded. If you think you would be a great addition to the Dig team and have a different vision of what role you can play, please contact us.

We are focused on building a better market research agency. What does “better” mean? The most important thing to understand is that we have tools, approaches and a perspective on how research should be done, but we do not sell ‘canned’ methodologies. So if you want to manage an established process, Dig is not the place for you. People who succeed at Dig Insights either have a fantastic technical understanding of market research or are willing to build this understanding. Ideal team members are smart, creative and fun. They use quantitative research to work through complex questions and deliver clear answers. They question established research practices and are passionate about helping our clients to move their businesses forward. They are comfortable working in a fast moving, flat organization.

Elizabeth Nowicki

Q. What was your background before joining Dig Insights?

My research experience to date has seen me on both sides of the research table.

I started my career by spending roughly 10 years on the supplier side of research, working for numerous clients largely in CPG and retail environments. My focus was on shopper, brand, product, and advertising testing through various quantitative and qualitative methods.

I then spent 2 years working on the client side of research at a Canadian food manufacturer, supporting the growth of the organization’s consumer knowledge base. During that time I was fortunate to lead a complete multi-phase research project for a new sub-brand launch in Canada, which was a fantastic experience. I love hearing consumer opinion and this had me right in the thick of it.

Ultimately though, my passion for research is hands-on. I’ve returned to the supplier side for more opportunities to dig into data, uncover insights, and explore new ways to communicate those insights for business success.

Q. How do you think market research will change in the next 3 years?

You hear it everywhere, from everyone, but the answer has to be technology. Although priorities and supporting budgets may change, companies always need insights. But the way we collect, mine, and communicate those insights gets affected by new technologies every day. Market research is one way to tap into those insights, so as an industry we need to keep pushing the boundaries of how technology can enable us to do our jobs better. What if we did away with PowerPoint reports and only presented 20 minute movies or videos that told the story of who the consumer is, how they behave, and what their needs are? Wouldn’t that be fresh!

Q. If you were not in market research, what work would you want to do?

I would love to work on a game show! Ever since I was young, I’ve absolutely loved board games, puzzles, trivia, and game shows. The thrill of the competition, the speedy hands to the buzzer, the quick wit; it’s all so exciting. And it’s not a far stretch from what I’m doing now — Family Feud is basically market research gamified… right?!